How to create a good WhatsApp Template Message?

WhatsApp has emerged to be one of the foremost platforms for Businesses to market their products and run their promotional campaigns for brand awareness. All of this can be attributed to the employment of WhatsApp Business APIs which further enhances the functionality of the WhatsApp platform for marketing purposes. But how does one use WhatsApp to promote themselves?

Simple, through messages. WhatsApp is a messaging app. When two or more people wish to engage in a conversation, they do so by opening a common chat window on their WhatsApp app. The same is the case with Businesses too. Businesses send promotional messages to WhatsApp users to make them aware of their presence and services. In this way, they engage with their potential customer base on a more intimate level. Marketing on WhatsApp is way more effective and personal than SMS and Email marketing. And Businesses tend to harness such extensive networking capabilities of WhatsApp to their advantage. Let us learn more about them.


What is a WhatsApp Message Template?

WhatsApp Message Template is a standardized message format sent by Businesses to WhatsApp users. The purpose of sending a template message can be many. But such messages can only be sent to the opted-in customers. Businesses preset such template messages only use to initiate a conversation or respond to a query from a customer. Examples of template messages can be:

  • Appointment Reminders
  • Resolution Sharing
  • Promotional Offers
  • Product Marketing
  • Payment Updates
  • Order Tracking
  • Order Return
  • Order Shipping

And many more.

There can be many purposes for creating and sending a Message Template like responding to user-initiated conversations. Each sent message opens a 24-hour Chat Window, during which you and the user can talk without the need for any pre-approved message templates for further interaction.


Do WhatsApp Templates need Approval before usage?

Yes, businesses use WhatsApp Message Templates for various reasons. But before such usage, these message templates must be pre-filled and pre-approved by META. The Social Media Conglomerate expects every template message to abide by WhatsApp’s guidelines and policies.

Using an approved Template Message can also improve customer engagement quality for Businesses. The Approval ensures that sent content is ubiquitously brand-aligned. Approved Templates can also be utilized for message automation services to create an efficient large-scale communication system.


How to create a good WhatsApp Message Template?

Creating an engaging template is the foremost requirement for marketing on WhatsApp. When it comes to creating a good message template, there are multiple interactive message features that can be incorporated by a Company. Here, we have recommended some of the best practice guidelines to follow while creating a good Message Template:


1. Properly Naming the WhatsApp Template

To name a Message Template, you must use lowercase alphabet characters and numeric digits. Under special signs, only underscores are allowed. The Meta will not accept a template name with spaces or any other special characters. Once you submit the template name to Meta, it cannot be renamed or edited. Therefore, mull over the chosen name and be sure before applying for approval for the new Message Template.


2. Choosing an Appropriate Template Type

You must know the class of your template before sending the message for approval. Meta makes a clear distinction on the nature of such template messages. Not every message template is of the same type. But one can categorize them as per their intent.

The Meta identities message templates into four broad categories, namely:

  • Marketing Template Message: for promotional/marketing purposes
  • Authentication Message Template: for OTP verification, SMS responses, etc.
  • Utility Message Template: for transactional intimations
  • Service Message Template: to provide customer support services

Be clear with your message template type while submitting for approval to META.


3. Choosing an appropriate language for Message Conveyance

The language must be chosen as per the understanding of the target recipient base. The message must be simple and comprehensible to the customer. Many use content in multiple languages just to be colorful in their message but our advice will be to choose a language and stick to it. Using multiple languages can be cumbersome to the readers, and one does want to irritate or disinterest the readers.

But if you are confident of people’s familiarity in multiple languages, then you can go for a multilingual message template. Make sure not to mix languages in the Template.


4. Curating engaging Content using Message Variables

The content for a Message Template can be both text-based and interactive. You can also use special characters and emojis to further enhance your content. Here, you must include variables in the message content. This dynamic element in the otherwise static content will further the personalized approach to the customer. The dynamic content will yield unique to every recipient.


5. Keeping the Message’s Text Length in Mind

While deciding on the content, you must be mindful of its allowed text length. A template body can not be longer than 1024 characters. An effective pitch is the one which can concisely convey its purpose. Users’ attention span is getting thin. We must cater to them as per their needs and wants.


6. Using quality Formatting for better Text emphasis

Your Template content can be consistent with italic, bold, or underlined formats. Such emphasis aids the readers in paying attention to the emboldened text, which can essentially be the crux of the template message. Not everybody reads the full message, as previously explained of the growing attention deficiency among the people. The formatting will make the content more crisp.


7. Using Multimedia Formats, e.g., Images, Videos, & Docs to further Engagement

One of the most brilliant methods to create a template that holds customers’ attention is the employment of rich media formats. We all know that visual and audio aid is more impact than just plain text like more people see cinema than read books. Therefore, attaching a relevant piece of audio, video, or image in the message template’s header can make it more impact for potent circulation.


8. Using Call-To-Action (CTA) Buttons to seek Responses from the Customers

You can also attach CTA buttons or quick response buttons in your template message to seek a valid response from the receiver. Suppose, you created a template asking people if they are interested in your product/services. In such a case, you can give them three CTAs, such as:

  • Yes: The button can redirect them to your service page
  • No: No action is required
  • Maybe: You can further interest them with new offers


9. Adding Footers for Disclaimers

 This one is more trivial than the others. You can set a footer for your message template which can contain the disclaimer, and usage notes.


For more insights regarding the WhatsApp Marketing elements and methods, refer to our resources page.


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